1. İntroduction to Business 2 BUS 102 Erlan Bakiev, Ph. D. Zirve University BUS 102 10-1

2. Zirve UniversityChapter 12 - 2 The Art and Science of Marketing

3. © BUS-102,Zirve UniversityChapter 12 - 3 Marketing in a Changing World Planning New ProductExecution PricingDistributionAdvertising

4. © BUS-102,Zirve UniversityChapter 12 - 4 What is Marketing? IndividualObjectivesOrganizationalObjectives ConceptionPricingPromotionDistribution IdeasServicesGoods

5. © BUS-102,Zirve UniversityChapter 12 - 5 Core Marketing Concepts Goods and Services Value, Quality and Satisfaction Exchange, Transaction and Relationships Needs, Wants, and Demands Markets

6. © BUS-102,Zirve UniversityChapter 12 - 6 Types of Marketing Product Marketing Place Marketing Cause-Related Marketing Exchanges Transactions NeedsWants

7. © BUS-102,Zirve UniversityChapter 12 - 7 The Role of Marketing Needs and Wants Exchange Process Transactions

8. © BUS-102,Zirve UniversityChapter 12 - 8 TimeForm PlacePossession The Four Utilities

9. © BUS-102,Zirve UniversityChapter 12 - 9 Selling Concept vs. Marketing Concept Starting Point FocusMeansEnds Existing Products Factory Selling and Promoting Profits Through Sales Volume Customer Needs Market Integrated Marketing Profits Through Customer Satisfaction The Selling Concept The Marketing Concept

10. © BUS-102,Zirve UniversityChapter 12 - 10 Customer Satisfaction Positive Customer Experiences Negative Customer Experiences Greater customer loyalty Positive “word of mouth” More sales opportunities Less price sensitivity Damaged business reputation Negative “word of mouth” Fewer sales opportunities Reduced business prospects

11. © BUS-102,Zirve UniversityChapter 12 - 11 Marketing on the Leading Edge Increased Accountability Technology and the Human Touch Business Ethics and Etiquette Permission-Based Marketing Permission-Based Marketing Stealth Marketing Electronic Commerce Electronic Commerce Choices, Beliefs, and Emotions Choices, Beliefs, and Emotions Tracking Investments Measuring Sales

12. © BUS-102,Zirve UniversityChapter 12 - 12 Understanding Today ’ s Customers Sophisticated Price Sensitive Demanding Informed

13. © BUS-102,Zirve UniversityChapter 12 - 13 Understanding Today ’ s Customers Organizational Market Consumer Market Industry/CommerceIndustry/CommerceResellersResellers GovernmentGovernmentIndividualsIndividualsFamiliesFamilies HouseholdsHouseholds

14. © BUS-102,Zirve UniversityChapter 12 - 14 The Consumer Decision Process Need Recognition Need Recognition Information Search Information Search Evaluation of Alternatives Evaluation of Alternatives Purchase Postpurchase Evaluation Postpurchase Evaluation

15. © BUS-102,Zirve UniversityChapter 12 - 15 Factors That Influence the Buyer ’ s Decision Culture Social Class Reference Groups Self-Image Situational Factors

16. © BUS-102,Zirve UniversityChapter 12 - 16 Purchasing in Organizations Decision-Making Factors Economics and Logic Formal Buying Procedures Multi-PartyParticipationBuyer-SellerRelationship

17. © BUS-102,Zirve UniversityChapter 12 - 17 Marketing Research ObservationsObservationsSurveysSurveysInterviewsInterviews Focus Groups Process Data Collection CollectionExperimentsExperiments

18. © BUS-102,Zirve UniversityChapter 12 - 18 Database Marketing Recording Analyzing Transacting Contacting Customers BehaviorsPreferencesInteractions

19. © BUS-102,Zirve UniversityChapter 12 - 19 Planning Marketing Strategies Examine Current Marketing Situation 1 1 Assess Opportunities and Set Objectives 2 2 Develop Marketing Strategies 3 3

20. © BUS-102,Zirve UniversityChapter 12 - 20 Examine the Current Marketing Situation ReviewPerformance Examine Strengths and Weaknesses EvaluateCompetition Analyze External Environment

21. © BUS-102,Zirve UniversityChapter 12 - 21 Assess Opportunities and Set Objectives Market Penetration GeographicExpansion New-ProductDevelopment Diversification

22. © BUS-102,Zirve UniversityChapter 12 - 22 Develop the Marketing Strategy Segments and Niches Market Position Target Markets Marketing Mix

23. © BUS-102,Zirve UniversityChapter 12 - 23 Segmenting Markets Behavior Geodemographics Loyalty Usage Geographics Demographics Psychographics

24. © BUS-102,Zirve UniversityChapter 12 - 24 Target Market Strategies Marketing Mix 1 Marketing Mix 2 Marketing Mix 3 Segment 1 Segment 2 Segment 3 Company Marketing Mix Company Company Company Segment 1 Segment 2 Segment 3 MarketMarket UndifferentiatedDifferentiatedConcentrated

25. © BUS-102,Zirve UniversityChapter 12 - 25 Positioning the Product FeaturesFeaturesImageImageServicesServicesCategoryLeadershipCategoryLeadership

26. © BUS-102,Zirve UniversityChapter 12 - 26 Developing the Marketing Mix Social Responsibility Business Ethics PromotionPlace PriceProductCompetitionEconomicsNature PoliticsRegulationTechnology Society Target Market